In a context of a drop in the number of tourists arriving in the Dominican Republic, the authorities announced that they are implementing a new campaign to reposition the destination, which will be focused on the U.S. market.
As part of the new international advertising campaign, the tourism sector in Panama expects visitor arrivals to increase by 125,000 tourists per year, who could generate annual revenues of close to $100 million.
The "Panama Stopover" campaign aims to take advantage of the competitive advantages that the country has, encouraging tourists who are in transit in the country to include in their itinerary an extended stop, which could be up to seven days at no additional cost in the airfare.
The airline filed a demand arguing that the entity owes it payments for advertising services provided in 2018.
The Guatemalan Institute of Tourism (INGUAT) and the company Wamos Air, signed a cooperation agreement to promote the country as a tourist destination during 2017, which was extended to 2018.
The National Institute of Statistics and Censuses of Costa Rica tenders the communication campaign of the XI National Population Census and VII National Housing Census for 2021.
The Superintendence of Tax Administration of Guatemala tenders the service of advertising guidelines in alternative media, such as billboards and mupis.
The advertising services market is estimated at approximately $800 million and is made up of some 654 companies, of which 6 out of 10 already export their services, with their main markets being the U.S., Panama and Mexico.
Regarding the context in which the business is developed, a study prepared by Promotora del Comercio Exterior (Procomer) explains that the national market has been influenced by the entry of international agencies affiliated to existing national agencies (under annual fee payment models, franchise, total acquisition or shareholding). Other companies have entered through their offshoring model.
With the strategic development of the Guatemala Country Brand, there are expectations in the business sector to jointly promote investments, exports and tourism.
The Superintendence of Banks tenders the external communication campaign, which includes guidelines in written press, radio and cable television, for a period of one year.
The National Lottery of Panama tenders specialized services in advertising, for campaigns related to sweepstakes and products, as well as institutional promotion.
Panama Government Purchase 2019-2-82-0-08-LV-014943:
On January 21, Inguat awarded Regional de Comunicaciones S.A. the contract for the strategic development service of Guatemala Country Brand.
After August 2018 was declared void the tender to develop the Guatemala country brand, the Guatemalan Institute of Tourism (INGUAT) convened in December a new contest in which the award was achieved. See "New Attempt to Award Country Brand Project".
After August 2018 was declared void the tender to develop the country's brand Guatemala, Inguat has called interested companies to participate in a new contest.
In December last year, the Guatemalan Institute of Tourism published a tender to hire the "Strategic Development Service Country Brand Guatemala," and according to the new process has set January 14 as the deadline for receiving proposals.
In Panama, the National Assembly approved a law initiative, whose purpose is to establish the annual contribution of $20 million for the Tourism Promotion Fund.
Regarding the approved initiative, establishes that the fund will have legal identity, own assets and autonomy in its administrative, economic, tax, financial and functional system, whose assets will be managed through an administrative trust fund, informed the Assembly in a statement.
In Panama, development of an advertising strategy is being put out to tender in order to guarantee the positioning and success of the dissemination in the stages of the 2020 Population and Housing Censuses, including the creation of a slogan and logo.
To encourage the arrival of more tourists, the Inguat will be investing the funds in a new advertising campaign, which will target the markets of North America, South America and Europe.
With the aim of reactivating the flow of tourists into the country, which suffered a slowdown after the disasters caused by the eruption of the Volcán de Fuego, the Guatemalan Tourism Institute (Inguat) will be implementing a campaign that will have a reach of 120 million people in the markets of the United States, Canada, Mexico, Colombia, Germany, France, Italy and the United Kingdom.
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